About Pura
Pura is a pioneering UK eco baby care brand that has transformed the sustainable parenting market since launching in June 2020. Founded by husband-and-wife team Guy and Abi Fennell from their home in Cheshire, the brand was born from their frustration at discovering that 90% of baby wipes sold in the UK contain hidden plastics that take centuries to decompose. The brand's hero products are 100% plastic-free baby wipes made from biodegradable plant fibres. Their flushable wipes carry the official UK Water Industry 'Fine to Flush' certification, whilst non-flushable versions are fully compostable. Pura has expanded into eco nappies featuring FSC-certified plant-based cores, manufactured with green energy and zero production waste, earning the prestigious EU Ecolabel certification. Pura achieved B Corp certification and Carbon Neutral status, demonstrating genuine commitment beyond greenwashing. Their partnership with NappiCycle enables used nappy recycling, repurposing fibres into road paving materials and keeping millions of nappies from landfill. The brand secured Series A funding from Maven Capital Partners in 2022 to fuel their rapid growth. Celebrity endorsements from Diversity's Ashley Banjo, Strictly's Gemma Atkinson, and podcaster Giovanna Fletcher have helped Pura reach mainstream audiences. Note: Pura cooking oils sold at Iceland are a separate, unrelated brand.























